by Karon Thackston © 2003 http://www.copywritingcourse.com
As a search engine optimization copywriter, I’ve seen my share of keywords. When working with me, clients choose their own keywords (or have someone else choose them) and then send me list to include in their copy. I must admit, sometimes I’m just amazed at selections I receive.
It’s absolutely imperative that you make wise choices in area of keywords. Many people simply look at statistics. Others go strictly on most highly searched keywords from one particular search engine. Still others do no research at all and just guess. While first two can work in combination with one another, they still don’t offer a complete solution.
From working with many search engine optimization (SEO) experts, I have gathered a few tips on how to choose effective keywords that bring results. I’d like to share that information with you so you can improve both your copy and your search engine positioning.
Choose keywords that have a narrow focus. The most common “mistake” I’ve seen when selecting keywords is choosing those that are too broad. For example, one client sold cleaner for granite countertops. One keyphrase that was originally under consideration was “granite countertops.” However, as his SEO expert explained (and I agree), people could be hoping to find information on almost any aspect of granite countertops… installation, price, service, dealers, etc. This keyphrase was too broad and eventually was discarded.
The same applies to geographic locations. A real estate agent wanted to use keyphrase “Richmond County.” However, upon searching ‘Net for this phrase, his SEO expert discovered that there are at least three states that have a Richmond County. Instead, SEO expert chose phrases such as “Richmond County, Georgia real estate” to narrow focus and ensure qualified traffic.